E business world 2013 - Newman Martin: e-retailing & mobile commerce (part 2)
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Transcript of E business world 2013 - Newman Martin: e-retailing & mobile commerce (part 2)
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Let’s turn back the clock
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He knew when you walked in the door it had been 6 months since you bought those light bulbs and he up sold some batteries
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She knew when your Gran walked in the door that she was
after her winter tights and she sold her some winter gloves
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The job of key landing pages on a website are to correlate with the users experience of shopping offline
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The Home Page
Page Objective:
• Same as a shop window
• To Engage
• To entice me to enter the shop
“Isn’t it just like walking by a store window in a shopping centre?”
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The Home Page
Tactical Objectives:
• New visitors (Attract/Entice):
• Hot sellers
• Most popular
• Promos etc
• Returning Visitors (Remind/Update):
• Recently viewed & Related to your past interests
• New Products“Isn’t it just like walking by a store
window in a shopping centre?”
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Inspiration Through Curation…
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Dynamic Merchandising and Personalisation solutions can help to deliver this experience
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How these solutions work
Real-Time Optimisation
Business Drivers & Best Practices
Merchandising Rules
Historical
• Browsing History• Past Purchases• User Preferences• Demographics• Ratings & Reviews
Catalog
• Product Attributes• Content Attributes• Customer
Attributes
Real-time
• Current Session Behavior
• Site Context• Referring Site• Geo-Location• Time of Day
Multi-Algorithm Optimization
Targeted Content
Mobile
Contact Center
InStore
Web
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A few examples…
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Confidential
Home page
• Dynamic box title change to show your ‘Recently Viewed Items’
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Confidential
Combined Strategies
• Maximize strategies and content on high engagement pages
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Product Detail Page: Quick Shop
• Hover feature• See price & offer - SHOP
• Without extra clicks
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Confidential
Shopping Cart
• Promote products for free shipping and cross sell opportunities
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One big weakness across the board = The lack of segmented and personalised emails
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Really?
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Key success factor = Guarantees and calls to action
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Scarcity and guarantees always drive sales
Kiddicare
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Key success factor = Visual merchandising
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If I can’t see it properly, how do you expect me to buy it?
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A shot to sell lingerie!
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Now for something truly titillating
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Myla’s old model selection
She is way too skinny and too pale…Almost anorexic. It is a put off for a lot of customers.
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Competitor’s Model Choice
Healthy, curvy, voluptious and olive/dark skinned models sell lingerie(Agent Provocateur, Boux Avenue and M & S)
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Myla’s recent model selection
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More voluptuous models led to a conversion increase of 20%+
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Hmmm
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Models v flats/ Mannequins.
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Women’s – In my experience, model shots sell through is between 5% & 20% better than flats/mannequinsThe benefits vary by product type: • Dresses, trousers, jeans the best• Skirts, tailoring, coats, underwear all benefit from model shots• Increases sales and decreases returns
Men’s – overall flats/mannequins perform better• Except jeans, trousers, and underwear
ROI• Each garment costs 30% - 40% more to shoot on a model than on
a mannequin (model, hair and make up, stylist)
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Scale and length looks different across products very hard to discern difference with no model
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ASOS go to great lengths to ensure consistency of shot.
Belly buttons aligned so that customer can easily guage positioning fit/length of product
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Austin Reed £55 George @ Asda - £4 jeans
Fit hard to decipher
Fit not hard to decipher
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Net a Porter £1500 +
Similar length on product listing Big difference in length on roll over
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Image Size
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Online visual merchandising has to convey the product detail and brand values of quality to the customer…there is no sales assistant to do this!Therefore image size is critical to this
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How big are these toasters?
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A 4 slice toaster….really?
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But sometimes size isn’t everything
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Lighting and styling is hugely important
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Impossible to make out any detail and no product description to support features
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Where’s the pleat?
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Key Success Factor = Internationalisation
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You know we like to colonise…we’re now doing so online
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However…we don’t always get it right
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• 40% of shoppers in the EU now use the internet to buy goods and services
• Within the next five years cross-border trade is expected to account for 20% of all ecommerce
(Retail Week, Sep 12)
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What’s happening now in terms of strategy and approach?
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6 strategies in play
1. Do nothing: Don’t allow anyone to buy from overseas
2. Standardisation: Switch on the buy button only3. Adaptation: Localise some aspects4. Localisation: Fully localise the customer proposition
online5. Multi channel market entry: Lead with online, open
stores6. Lead with stores: Then localise online
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1. Do nothing
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2. They’ve switched on the buy button, but that’s all
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3. Adaptation = localise some aspects
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Adaptation is pretty half-hearted…language is still English
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Currency is the only thing to have visibly changed
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4. Then there’s “the full monty”
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Local language, payment, currency, customer service
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Hey, the World speak’s English!
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No they don’t…‘Wieviel kostet das?’
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Why is it so important to give foreign nationals a local language site?
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Cross border sales are growing...but localised propositions work best
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5. Web then stores
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6. Stores then localised web
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Is it worth doing?
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You better believe it!
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3 jumbos a week to Australia£1.25m-£1.5m a week
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I know you’ve not always been friends…
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Half of the population is under 30…and they like fashion
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Key Success Factor = Are you a Social or anti social brand?
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Key Success Factor = Are you a Social or anti social brand?
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Social Proof
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Key Success Factor = Mobile
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We are‘shopping on the go’
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Mobile is redefining how consumers shop
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Mobile isn’t going to be a game changer…It has already changed the game!
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Schuh will take 50%+ of all online sales through mobile by the end of 2013